“But my goal is to overcome that reaction in my own mind, and convince other founders that by sharing more than we hide, we can all become better at business.”

Launching the blog in September 2013, the company then had a monthly revenue of $28,525 and 1,901 subscribers. As of March 2014, Groove reported its monthly revenue had climbed to $48,650.

Turnbull said the blog has grown to become Groove’s biggest source of new customers.

“I get emails from people every week telling me that they signed up because of how much they’ve learned from the transparency in our blog,” he said.

“Being open with information makes our business more human and relatable. People see the ups and the downs, the epic wins and the embarrassing mistakes, and they grow attached to us not just as a business, but as a team. “

Being afraid of fear isn’t a bad thing because that scared feeling is what motivates Turnbull.

He said being scared of letting customers or investors down drives him to make better business decisions.

But that doesn’t mean launching a ‘reveal all’ blog wasn’t a big scary step for Turnbull.

“When we first started, I was worried about what repercussions posting our information might have. That fear stemmed simply from so-called ‘common knowledge” dictating that you play your cards close to your chest,” he said.

Turnbull said in the last six months he’s realised that fear is totally unfounded.

“We’ve not only helped thousands of readers overcome their own challenges by sharing our experiences but we’ve gotten amazing insights and ideas from people who read our story and offer feedback,” he said.